A study has been made of the motion of long bubbles in inclined pipes containing viscous Newtonian and non-Newtonian liquids. A semi-theoretical expression for the rise velocity of air bubbles in water is derived on the hypothesis that the dominant factor is the momentum exchange of the bubble underflow, i.e. the bubble nose shape. The correlation calls on empirical inputs from established literature on bubble rise speeds at high Reynolds number. The effects of increasing Newtonian viscosity are analysed with reference to the momentum exchange and it is shown how viscosity reduces the inclination dependence of the bubble Froude number. Results from an experimental survey in seven different non-Newtonian liquids in three different diameter pipes are presented. These data are correlated so as to decouple the effects of surface tension and viscosity. An empirical relation is proposed for the effective shear rate in the fluid travelling around the bubble nose. Our correlation is compared to literature data from a broad range of Reynolds numbers with excellent agreement except at shallow angles.